Shein has been formally designated as a ‘Very Large Online Platform’ under the Digital Services Act (DSA) as the largest e-commerce only fashion brand. Declaring its 45 million monthly consumers in the European Union to the Commission, Shein can be classed over the threshold for designation as a VLOP. Stringent rules have to be followed within 4 months of the notification such as specific measures to protect users online and monitor any “systemic risks stemming from their services”. The Act requires Shein to assess the risks associated with its service systems and ensure illegal content is not disseminated. The onus is on the retailer to restructure its platform and interface design for better detection of suspicious listings and refine its algorithms to prevent the third-party promotion and sale of prohibited goods to minors.
This includes integrating robust age assurance systems to restrict the purchase of age-restricted items.
